Marketing

For most of the last decade, performance marketing was rewarded for momentum. Spend efficiently. Scale quickly.  Optimize continuously. If the line went up and to the right, few questions followed. But that era is ending, because performance without accountability is no longer credible. Performance is being redefined as not only the ability to generate outcomes […]

The Scenario Planner tool is designed to help non-technical users explore MMM data and plan media.

When I was a kid, my dad ran a small local business. Like countless owners, he depended on local broadcast media to reach customers, build trust in the community and keep the lights on to support our family.  That connection between local media and local livelihoods left a lasting impression on me and pulled me

Analog Intelligence The AI marketing boom is here. And not just for auto-generated creative or campaign optimization.  San Francisco is one of the few places (besides airports) filled with B2B advertising on billboards. Good luck relaxing during a stroll with your iced coffee and Tartine pastry on a weekend, because you’ll walk or drive by

This summer’s soccer World Cup tournament will provide a rare opportunity for major advertisers looking to engage sports audiences over a month-long festival of footwork, free kicks and the occasional foul — all taking place in the U.S and Mexico. But Major League Soccer (MLS) has a bigger ambition: to convert U.S. viewers entertaining a

Less than a year after some backlash to American Eagle’s decision to enlist actress Sydney Sweeney as the face of its brand, the retailer is reinvesting in its celebrity strategy. Last week, the blonde haired, blue-eyed actress joined the retailer to ring in the opening bell at the New York Stock Exchange. The NYSE appearance

This story was originally published on sister site, Modern Retail. TikTok Shop has reversed course on its plan to end seller-fulfilled shipping in the U.S., telling merchants that previously announced deadlines will no longer go into effect. In an email sent to sellers Tuesday evening and reviewed by Modern Retail, TikTok Shop said, “At this

This week’s Media Briefing will look at how publishers are seeing an opportunity to turn their AI citation strategies into a new revenue stream by helping brands gain visibility inside ChatGPT and Google’s AI results. Publishers are seeing if they can package their AI citation playbooks into a product to sell FT joins Google’s AI

On Wednesday, Omnicom reported its first earnings since closing its $13.5 billion acquisition of IPG, and guess what? AI will be a key growth driver for the combined company. (Uh, duh.) Executives framed the deal as a “data-led AI transformation,” highlighting plans to use AI for targeting, measurement and creative testing through Omni, Omnicom’s centralized